Four things about the marketing campaign

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The ubiquitous Ron Burgundy – he of perfect hair and imperfect reporting who bears an uncanny resemblance to actor Will Ferrell – has had a journalism school named for him for a day, co-anchored a TV news broadcast in North Dakota, interviewed Denver Broncos quarterback Peyton Manning for ESPN and had a section devoted to him in Washington, D.C.,'s Newseum.

Oh wait – Burgundy and Ferrell are … say what?

Irvine native Ferrell has largely been in character for months promoting his upcoming film, “Anchorman 2” and this has drawn praise from marketers who call the blitz novel and innovative while it has also drawn fire from some journalists who believe the lines have been blurred between entertainment and news.

In addition to the TV news broadcast with Amber Schatz – who has since made her pairing with Burgundy her Facebook profile picture – there is Burgundy showing up at the Canadian Olympic Curling Trials in Manitoba (“Winnipeg is the Paris of Canada”).

There are also the Dodge Durango ads – including the one touting the glove box (“It comes standard” and “This thing goes on for inches.”).

He's tied to Jockey for a line of briefs as well as Ben & Jerry's ice cream. Burgundy has a book called “Let Me Off at the Top! My Classy Life and Other Musings.”

Here are four things to know about the Burgundy phenomenon that should go down smooth – like Scotchy, Scotch, Scotch.

1Is there any precedent for an actor taking on the persona of a character to this extent?

There are some examples that include Stephen Colbert – in full bombastic character – setting up a political super PAC and hosting a rally for failed Republican presidential hopeful Herman Cain, the late comedian Andy Kaufman showing up as the obnoxious lounge singer Tony Clifton on TV shows and stages, and Sacha Baron Cohen doing interviews as either rapper Ali G or bumbling Kazakhstan native Borat.

2Could this promotion pushed by Paramount Pictures set in place a new blueprint for marketing movies – having characters seep into the real world? Will we see, for example, an honorary archaeological program named for Indiana Jones and Harrison Ford teaching a class?

“In the big scheme of things, I don't think this is a major trend,” Kohli said. “Part of the appeal is the novelty. So when you see something clever and funny, it's just that – clever and funny. When everyone starts doing it, it's not that funny anymore. It's a marketing gimmick, not a long-term strategy.”

3Is Ferrell in any danger of being too identifiable with the character that it might hamstring him for future roles?

Movie producer and Chapman University film professor Alexandra Rose said it's hard to say, but there is a danger.

“It's a huge problem with actors getting typecast,” she said. “Sean Connery left the James Bond franchise, and it took years before people were able to see him as an actor.” She said in Ferrell's case, the issue could be amplified by the sheer volume of “Anchorman” clips all over the Internet that constantly keep it fresh in people's minds.”

“Go on YouTube and people are doing pieces of ‘Anchorman' cut together. Everything is there and accessible in an instant, and with the snap of a finger, an actor's past is all right there as a fresh reminder,” she said.

4What are the upsides and downsides for media and a journalism school playing along in the promotional aspects?

Stacy Scholder, associate director at Annenberg TV News at USC, said it's mostly all in fun and people recognize it because Burgundy is such an outlandish character. But she said a downside to the promotion would be “if people think the anchorman (Burgundy) has any connection to the real thing. Certainly that isn't what television news is.”

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